Adidas Originals and Transport for London (TFL) linked up to mark the 15th birthday of the transport network’s iconic Oyster travel card with a set of three commemorative trainers.
The three bespoke models – all of which are branded with the iconic London tube roundel logo – are on sale until 10 November.
The limited edition TFL sneakers – Temper Run, Continental 80 and ZX 500RM – all carry the iconic London tube logo and include copy lines such as ‘Mind The Cap’ and ‘Hidden Londson’.
The campaign, developed in harness with marketing agency Superimpose is led by a 50-second multi shoe ‘Oyster Club’ spot filled with shots of the city’s streets, landmarks and below ground on the tube.
followed by several shoe specific cut downs such as ‘Temper’
‘Continental 80’
and ‘ZX 500’.
With supporting amplification across the usual online channels.
adidas Originals x TfL
Arriving 10am Saturday 27 October at #OriginalsLondon stores pic.twitter.com/bEf4lQr4cO
— adidas Originals (@adidasoriginals) October 23, 2018
The London-based agency was proud to work with the public transport body on a project on its own home turf.
“This truly hyper-local Adidas campaign was challenging and fulfilling at the same time, a dream come true where we flexed our muscles as a full-service creative agency working on our home turf for a brand partner that’s very close to our hearts,” said Superimpose co-founder and creative director Ollie Olanipekun.
“The challenge was capturing the essence of a globally respected institution while combining it with the energy and attitude of Adidas to bring two iconic names together that felt true to London and its people.”
Highlighting how Brexit fallout has affected London in the past year,
Olanipekun even mentioned that after the negative Brexit fallout in and around the city over recent months, he was pleased to shine a positive light on an institution in the city.
“With the social, political and cultural state of affairs affecting everyone in some way this past year, this was an opportunity to shine a light on London and its culture from a celebratory lens that puts those on the ground at the forefront.”
Comment:
A nice tie-up with a much used public institution famous around the world: one that brings together two iconic logos.
But while the shoes may carry one of the world’s most recognised logos and be fairly PR friendly, we can’t help being a touch disappointed that the trainers are actually a tube utility that functions like the Oyster card itself.
After all, earlier in the year Adidas rolled out a project in Germany that saw the sports brand launch the EQT Support 93/Berlin model via another capital city public transport partnership – with the Berliner Verkehrsbetriebe (BVG) – that saw the shoes actually act as a ticket (see case study).
How the Activative team would like to get their hands on a pair that gave them free TFL travel for a year.
Links:
Adidas Originals
https://www.adidas.com/originals
https://twitter.com/adidasoriginals
https://www.instagram.com/adidasoriginals
https://www.youtube.com/adidasoriginals
https://www.facebook.com/adidas
Superimpose
